Purpose: Digital ecosystemic business environments challenge dyadic approaches to value creation and particularly to business-to-business (B2B) sales. This paper aims to offer a novel conceptualization of the connection between value creation and B2B sales, which indicates practical...

Purpose The purpose of this paper to explore the value creation expectations of salespeople and buyers for initial sales meetings and to investigate how such expectations align. Design/methodology/approach The authors applied expectancy disconfirmation theory and conducted a qualitative study...